BURLINGTON, Mass. — Demandware, a provider of on-demand e-commerce, has announced that Burt’s Bees Baby, a specialty brand featuring natural, organic products for babies and moms, has launched a new e-commerce site, BurtsBeesBaby.com, on the Demandware Commerce platform. The new site represents the company’s first direct-to-consumer channel and will be followed by a mobile site, also powered by Demandware, in the coming months.

“Our goal is to become the No. 1 organic baby brand in the world, and our new direct-to-consumer site is a major step toward making this a reality,” stated Michelle Visser, CEO of Burt’s Bees Baby. “With Demandware, we have a robust commerce platform that enables us to execute our merchandising strategies quickly and easily and will scale to support our company’s growth. We’re confident that with Demandware we have found a true partner who is as committed to our success as we are.”

Burt’s Bees Baby is a trademark of Burt’s Bees Licensing, used under the license Ayablu. Burt’s Bees is a manufacturer of natural health and beauty care products.

Items currently include apparel, bath linens, gift sets and accessories, with bedding to be added this coming July. The retailer also has plans to expand across the baby, home and lifestyle categories to include gear, playtime, furniture and seasonal items. Features such as a guided search, a baby registry, ratings and reviews, a store locator and integration with social media help consumers find and evaluate products quickly and easily.

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